Attitude and culture are both very important in determining success in a business and also in an athlete.
Habits
Your coaches, teammates and trainers should be able to absorb what you consider most important, as long as you convey your priorities and objectives in an effective way. Habits create who you are.
Highlight Great Behavior
The more you celebrate team or your teammates victories the more you reinforce your own desired values. Culture is built through small celebrated victories.
Tough Decisions
Choices you make in a tough or emotional moment will have an impact. Making one tough decision that is alignment with your core values and priorities will have more impact than a dozen easy decisions.
Stay the Course
Building culture is a long process of applying gentle pressure.